Overview

According to Gartner, “by 2017, the CMO will
spend more on IT than the CIO.” While this bold prediction may or may not turn
out to be true, it reflects the unarguable fact that the world of marketing is
fast changing.

The world of marketing has to change because
it has fallen far behind the consumers. Taking a typical 35 years old female
Chinese consumer as an example, she is facing a brutal onslaught on her
precious attention from more content producers peddling more information in
more formats than ever before, seductions from brands from all corners of the
earth, even more cluttered media touch points, and a fragmented daily life that
constantly switches from the real world to the cyber world and back. At the
same time, social media is not really linking the humanity together but rather
segregating us back into tribes (at least in the cyber world) all over
again.

In the context of digital consumers like our
35-years old, the one size fits all, megabrand, big campaign, big idea
creative, 30-second TVC - sound so yester-year and seem to belong to the
industrial age. Evidently, industrial age marketing will not work in the
digital era.

To answer the million-dollar question: what
marketing will look like tomorrow, Alibaba and Illuminera have teamed up to
reimagine the future of marketing: a future in which segmentation, as we know
it today, will be obsolete, advertising as a term might simply disappear, the
time-tested boundary between marketing and sales no longer makes sense, and the
traditional marketing ecosystem cease to work, …; And a future where marketing
empowered by data, driven by AI, defined by algorithms, executed at individual
consumer levels may rule the roost.

In this briefing, Alibaba and Illuminera will
use our combined experience, our own proprietary research, and solutions, and
our data analytics expertise to provide clear guidance on the challenges and
opportunities of digital transformation and how best to turn the opportunities
into revenue and profit for your organization.